FIFA's new advert combines collage and old fashioned results
There are a few things we can expect from a new FIFA ad: a star-studded lineup, fast-paced editing, impressive graphics, and shots of players and fans competing on the pitch or at home.
The latest commercial for FIFA21 does not disappoint. Directed by Keane Pearce Shaw, it brings together some of the game's best young talents – from Kylian Mbappé from Paris St. Germain to Erling Haaland from Borussia Dortmund, Trent Alexander-Arnold from Liverpool and Joao Felix from Atlético Madrid – with veteran Eric Cantona .
The ad was created by the Riff Raff production company and the MPC design team and set to music by Bobby Sessions. It offers an insight into the history and passion of each player for the game and combines analog effects with some impressive works of art by the London-based collage artist and fashion designer Jazz Grant.
Since the ad was blocked, which made large recordings or IRL kickabouts impossible, MPC and Riff Raff had to find some smart workarounds to record players and fans. The footballers were asked to film themselves at home with a mix of old and new cameras, which helped give the film a more intimate and personal feel.
MPC then worked with Riff Raff and Pearce Shaw to create a series of collages that would complement Grant's artwork – a process that experimented with typography and cell animation, as well as digital images and scanned textures.
"Keane wanted to develop two separate but complementary aesthetic styles for these films – the handmade, analog style of the artist Jazz Grant and our own digital collage animations," explains Donal O’Keeffe, art director at MPC. “Our job was to develop and create a visual style that closes the gap between the two and creates a real sense of time and personality in our graphics. We also had to consider and incorporate the more contemporary aesthetic world of FIFA 2021. "
"After we defined the look, the team quickly created 19 bespoke graphic vignettes for the main film," added Paul Hunt, senior designer at MPC. "Along the way, we had to develop other looks to complement moments when the digital collage didn't quite fit."
Combining such a wide range of footage and visual styles was a complex process – especially for teams that work remotely – but according to Hunt, daily chats with the director and more frequent check-ins helped make the project go smoothly. The end result is an entertaining and lively display that celebrates not only individual players but also the teams and cities they play for.
Production: Riff Raff Films / MPC
Directed by Kane Pearce Shaw
Art Director: Donal O’Keeffe
Senior Designer: Paul Hunt
Collage: Jazz Grant